Marketing strategies
Assessment Instruction
Review the details of your assessment including the rubric. You will have the ability to submit the assessment once you submit your required pre-assessments and engage with your Faculty Subject Matter Expert (SME) in a substantive way about the competency.
Overview
In this Assessment, you will read the four case studies and respond to the corresponding tasks related to evaluating marketing strategies.
To complete this Assessment:
• Download the Academic Writing Expectations Checklist to use as a guide when completing your Assessment. Responses that do not meet the expectations of scholarly writing will be returned without scoring. Properly formatted APA citations and references must be provided, where appropriate.
• Be sure to use scholarly academic resources as specified in the rubric. This means using Walden Library databases to obtain peer reviewed articles. Additionally, .gov (government expert sources) are a quality resource option. Note: Internet and .com sources do not meet this requirement. Contact your coach or SME for guidance on using Library Databases.
• Carefully review the rubric for the Assessment as part of your preparation to complete your Assessment work.
This Assessment requires submission of two (2) files. Save your files as follows:
• Submission one will include the written reports required in Part I and III. Save this file as FM002_PartI_III_firstinitial_lastname (for example, FM002_PartI_III_J_Smith).
• Submission two will include the slide presentations required in Part II and IV. Save this file as FM002_PartII_IV_firstinitial_lastname (for example, FM002_PartII_IV_J_Smith).
• When you are ready to upload your completed Assessment, use the Assessment tab on the top navigation menu.
Instructions
• Before submitting your Assessment, carefully review the rubric. This is the same rubric the assessor will use to evaluate your submission and it provides detailed criteria describing how to achieve or master the Competency. Many students find that understanding the requirements of the Assessment and the rubric criteria help them direct their focus and use their time most productively.
Access the following to complete this Assessment:
• Cellucci, L. W., Wiggens, C., & Farnsworth, T. J. (2014). Healthcare marketing: A case study approach. Health Administration Press https://www.ache.org
o Hospital Consolidation Case Study, (pp. 1–5)
o Market Management Case Study, (pp. 55–63)
o Palomar Heart Hospital Case Study, (pp. 123–127)
o Intermountain Healthcare Case Study, (pp. 161–173)
• Use the APA course paper template available here .
• Download the Writing Checklist to review prior to submitting your Assessment.
This assessment has four-parts. Click each of the items below to complete this assessment
Part I: Kimball Hospital and Tanner Medical Center Merger Report
Read the case study “Hospital Consolidation,” pages 1–5, from Healthcare Marketing: A Case Study Approach (Cellucci, Wiggens, & Farnsworth, 2014).
You are Dallin Call, chief executive officer (CEO) and chief marketing manager of Kimball Hospital. You have considered all of the factors, and it is time to make a recommendation on how to market the merger of Kimball Hospital with its chief rival, Tanner Medical Center.
Create a 1 to 2-page report to present to the Kimball community-based Board of Directors that addresses the following:
1. Analyze the potential impacts of a merger on Kimball Hospital and Great Western Hospital Corporation (GWHC). Document the impact of this merger in a way that the Kimball community-based Board can understand and focus on how to market to the following stakeholders.
2. Describe at least four potential long-term risks/impacts of a merger on the following stakeholders. Include in this description a justification of whether you would or would not recommend the merger. In addition, explain how the Kimball Hospital mission, vision, and strategic plan would influence your recommendation. Analyze issues, such as access, cost, and quality, and what concerns each of the following stakeholder groups might have regarding consolidation.
o Patients
o The public
o Physicians
o Payers
3. Explain four to six communication (marketing) strategies you would recommend to the Board that will balance the organizational and community interests of the stakeholder groups as you make the important decision of whether or not to merge with Tanner Medical Center.
Use information about industry issues and trends to inform your explanation/ communication to stakeholders and the Board.
Part II: Community Medical Center Presentation
Read the case study “Market Management,” pages 55–63, from Healthcare Marketing: A Case Study Approach (Cellucci, Wiggens, & Farnsworth, 2014).
You are Lindsey Chadwick, director of strategic planning and marketing at Community Medical Centers (CMC), a large healthcare organization in central California. You have been tasked with updating the CMC marketing plan in response to important changes in the local and regional markets. Your assistant, Rachel, has taken the first step in performing an environmental assessment.
Based on Rachel’s environmental assessment, create a 10-12-slide presentation with extensive notes for CMC’s board of directors that includes the following:
1. Present an analysis of CMC’s strengths, weaknesses, opportunities, and threats (a SWOT analysis).
2. Present findings from the situational analysis that include an overview of the most critical issues facing CMC in regard to its physicians, payers, patients, and public customers.
3. Present a market strategy. Identify the target market for increasing services at CMC and how you propose to effectively reach this market.
4. Present a detailed plan for promoting CMC’s services to existing and new patients using four different marketing techniques.
Part III: Palomar Heart Hospital Report
Read the case study “Palomar Heart Hospital,” pages 123–127, from Healthcare Marketing: A Case Study Approach (Cellucci, Wiggens, & Farnsworth, 2014).
You are the director of marketing at Palomar Heart Hospital (PHH). Russell Taylor, Lincoln Healthcare System’s new executive vice president and chief operating officer, has called you in for a meeting as he begins the strategic planning process to turn PHH’s dismal financial performance around. Russell has tasked you with updating some aspects of PHH’s marketing plan.
Create a 4 to 5- page report that addresses the following requests from Russell:
1. Describe the marketing techniques you would employ to raise the profile of PHH in the community and increase patient volume. Name two mass-marketing techniques and two target-marketing techniques you would use in this scenario.
2. Recommend at least two marketing techniques you would use to market PHH to payers to increase the proportion of the population able to access PHH’s services.
3. Recommend at least two ways you would utilize social media to drive new business at PHH.
4. Explain whether PHH should amend its mission, vision, and/or scope of services offered. Explain the organizational and marketplace realities that justify your decision.
